MBA Brands Positioning

San Francisco State University

Spring 2010

Seth BreedloveStoja DjakovicVivian Wang

MBA Brands Comparison

Similar=

Better

?

Methods of Research

Interview

Survey

Focus group

FILM

[insert link]

Interviewees

Dr. John Dopp, Director of Graduate Programs at San Francisco State University

Dr. Paul Fouts, Associate Dean of GGU’s The Edward S. Ageno School of Business

Mr. Drew Bennett, Associate at Mackenzie Communications, Inc.

Mr. Morgan Dodge, GraphicBrand Manager at GGU Marketing Department

SFSU College of Business

“…aims to be a leading institution of business education in the San Francisco Bay Area, with an emphasis on preparing students to succeed in an economy that is global in nature. An integrated business education with strong ties to Asia Pacific and businesses operating in that region will train students to manage effectively across cultures and business environments anywhere in the world.”

Rigorous

Real-world

Respected

GGUEdward S.

Ageno School of Business

“…prepares students for managerial and professional careers in a broad range of business fields through innovative programs that integrate theory with practical experience.”

Relevant

Effective

Empowering

SurveyKey Findings

Q: How did you hear about the program?

45.72% 76%

Word-of-mouth Total (current students, friends, family,

employer/supervisor)

CommunicationSFSU GGU

Source SFSU Source GGU

School Website 3.73 School Website 4.16Interaction with admission/MBA

program personnel 2.72

Interaction with admission/MBA

program personnel 3.82

Reception/Open House 2.31

Personal School correspondence 3.39

Friends & Relatives 2.31 Friends & Relatives 3.19

Published Rankings 2.20 Current Students 3.05

5= A great deal4=A good amount

3 =Some 2 =A little 1=None at all

Influence of Communication

Attributesof MBA Program

Attributes SFSU GGU

Sustainable 3.52 3.89

Convenient location 4.50 4.36

Diverse population 4.01 4.02

Accredited 4.38 3.87

Globally recognized 3.08 3.28

Affordable 3.77 3.28

Personally attentive 3.30 3.73

Networked 2.90 3.64

Other: 2.06 2.67

5= A great deal4=A good amount

3 =Some 2 =A little 1=None at all

Influence of Attributes

SFSUSFSU Grand Full-Time

Part-Time

EMBA Domestic ForeignRight

Decision

Not Right

Decision

Answer OptionsW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

Average

It was an accredited program 4.30 4.59 3.85 4.33 4.30 4.29 4.39 4.05

Quality/reputation of the faculty 3.48 3.64 3.24 3.67 3.46 3.55 3.68 3.06

Quality/reputation of the university 3.48 3.62 3.24 4.00 3.49 3.43 3.67 3.05

Location of the university 4.52 4.57 4.52 4.67 4.62 4.14 4.62 4.37

Career options availability to graduates 3.11 3.20 3.06 2.67 3.14 3.00 3.17 2.95

Published rankings of its MBA program 2.90 3.05 2.79 1.67 2.92 2.81 3.00 2.79

Cost for attendance 4.28 4.30 4.39 3.67 4.25 4.38 4.19 4.68School offered the specific curriculum I wanted

3.653.64 3.82 3.00 3.78 3.19 3.86 3.32

Local respect (of school) 3.17 3.26 3.06 3.33 3.21 3.05 3.39 2.68

The school's reputation in placing graduates 2.53 2.54 2.64 1.67 2.47 2.76 2.52 2.58

The students and faculty had diverse backgrounds and experience

3.423.41 3.55 3.00 3.36 3.62 3.54 3.37

Appearance of facilities 3.27 3.27 3.39 2.67 3.22 3.45 3.41 3.00

Convenience of facilities 3.92 3.84 4.12 4.33 3.91 3.95 4.03 3.79

Career guidance available to graduates 2.64 2.72 2.64 1.67 2.55 3.00 2.65 2.74

Part-time/Full-time flexibility 3.90 3.67 4.45 3.33 4.08 3.24 4.06 3.68

GGU Grand Full-TimePart-Time

EMBA Domestic ForeignRight

DecisionNot Right Decision

Answer OptionsW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

AverageW/

Average

It was an accredited program 4.16 4.91 4.46   4.58 3.58 4.24 3.80

Quality/reputation of the faculty 3.91 4.58 3.85   3.92 3.90 4.03 2.67

Quality/reputation of the university 3.93 3.96 4.15   4.12 3.70 4.07 2.83

Location of the university 4.30 5.00 4.31   4.31 4.30 4.41 4.50

Career options availability to graduates 3.98 4.71 4.00   4.04 3.90 3.86 4.00

Published rankings of its MBA program 3.27 3.21 3.31   3.36 3.15 3.36 2.67

Cost for attendance 3.50 4.63 3.31   3.38 3.65 3.41 3.17School offered the specific curriculum I wanted

4.114.67 3.77   4.12 4.10 4.14 3.83

Local respect (of school) 3.89 4.42 3.69   4.04 3.70 3.97 3.33

The school's reputation in placing graduates 3.57 4.38 3.15   3.58 3.55 3.48 2.67

The students and faculty had diverse backgrounds and experience

3.804.29 3.46   3.69 3.95 3.76 3.67

Appearance of facilities 3.48 4.17 3.31   3.46 3.50 3.48 2.67

Convenience of facilities 3.93 4.22 3.92   4.08 3.72 3.85 3.83

Career guidance available to graduates 3.78 4.88 3.23   3.65 3.95 3.72 3.33

Part-time/Full-time flexibility 4.09 4.67 4.54   4.62 3.40 4.07 4.83

Influence of Attributes

GGU

Consumer Expectations

San Francisco State UniversitySchool

SegmentExceeding

ExpectationsFully Met

ExpectationsSomewhat

ExpectationsNot met

ExpectationsGrand 3.80% 31.40% 53.30% 9.50%

Full-Time 4.80% 32.30% 53.20% 9.70%Part-Time 2.60% 28.90% 57.90% 10.50%

EMBA 0.00% 66.70% 33.30% 0.00%Domestic 4.80% 38.90% 50.60% 7.20%

Foreign 0.00% 18.20% 63.60% 18.20%

Golden Gate UniversitySchool

SegmentExceeding

ExpectationsFully Met

ExpectationsSomewhat

ExpectationsNot met

ExpectationsGrand 12.00% 22.00% 42.00% 4.00%

Full-Time 16.70% 20.80% 58.30% 4.20%Part-Time 15.40% 30.80% 46.20% 7.70%

EMBA       Domestic 10.00% 23.30% 40.00% 6.70%

Foreign 15.00% 20.00% 45.00% 0.00%

Cognitive Dissonance

San Francisco State University

School SegmentMade Right

DecisionDid Not Make Right

Decision Not DecidedGrand 69.50% 20.00% 10.50%

Full-Time 71.00% 17.70% 11.30%Part-Time 71.10% 23.70% 5.30%

EMBA 66.70% 33.30% 0.00%Domestic 74.70% 16.90% 8.40%

Foreign 50.00% 31.80% 18.20%

Golden Gate University

School Segment Made Right DecisionDid Not Make Right

Decision Not DecidedGrand 58.00% 12.00% 30.00%

Full-Time 50.00% 20.80% 29.20%Part-Time 92.30% 7.70% 0.00%

EMBA     Domestic 60.00% 10.00% 30.00%

Foreign 55.00% 15.00% 30.00%

What 3 thoughts/feelings/ideas come to mind when you look at this image?

What is the message behind this ad?

Perception of Visual Ads

Focus Group Activity

SFSU Ads GGU Ads

SFSUImage Focus Group Reaction

RRR

Message is understood, but vague.Too serious and cold.

Chair

Message is “Work hard and you’ll succeed”, but has no personality. Cold and empty.

Classrooms

Promise of success, classrooms simulate work environment. Imaginative, creative, catchy.

"Competitive program.

Competitive price”Rigorous program

held up by real-world

applicability and respect by

alumni and local businesses.

GGU

“Our SHINE campaign is to let

people know who we are, what we do so well, and that they can truly SHINE in their chosen career with a degree from

Golden Gate University. It’s about

visibility, familiarity, and

success via GGU.”

–University President

“[SHINE]…focuses on the emotions behind making the

decision to go back to school.”- Creative director

Rational Reasoning Passionate

PromiseImage Focus Group Reaction

Man facing sky

Conveys happiness, success, bliss.

Man facing

right

You will achieve happiness and fulfillment. Personal satisfaction, but bittersweet. Unclear, contemplative.

Man on phone

Hard work pays off, networking, success. The light at the end of the tunnel.

Dissecting the Brands

Focus Group Activity

Before & During: SFSU

After: GGU

Represent your feelings before, during,

after*, and finally, about the program itself.

Recommendations1. Emphasize sustainability and accounting

2. Change advertising images

3. Communicate the message within the school

4. Build network

5. Reconnect with alumni

6. Let your students be your marketers

Thank You

Questions?